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Today in the monopolistic market Me too products are common. So differentiating your
product from anothers is an important aspect. It is brands that distinguish your product
from others. Also setting up a brand is not the issue. The main part is to set up a successful
brand. This setting up of successful brand is nothing else but
The Art Of Successful Branding
To get an overview about this wonderful world of brands and their successes various cases/
examples have been taken in brief.
But to get a deeper and a full view THE BOTTLE WATER INDUSTRY was assessed
with a special focus on BISLERI
Next, the questionnaire was articulated based on these factors and was broadly categorized
into 4 major parts viz.: Brand loyalty, perceived quality, brand awareness and brand
personality. Thus the primary data was collected through questionnaire method.
The primary data collected by the survey is analysed, qualitatively and the secondary data
is used to support the facts revealed by the survey results. Thus the analysis provides the
results from the survey and the findings from the secondary data.
s
A Questionnaire relating to BOTTLE WATER INDUSTRY with a special focus on
BISLERI was made. A sample of 50 people is taken.
AN INTRODUCTION TO BRANDS
AND BRAND EQUITY
Over 21,000 new products were introduced in 1995 alone, yet history tells us that better
than 90% of them won't be on the shelf a year later. Why such a high failure rate and why
has this been a historical trend? The development of a successful product - which includes
the product, the package, the product's name and identity - is a challenging, but not
insurmountable task.
The likelihood for success can be greatly enhanced if one focuses on certain critical issues.
Clear product definition and proper execution and implementation of that definition can
lead to success and longevity in the market.
Throughout the 1980's and 90's, there has been a growing corporate emphasis on
increasing shareholder value (i.e. making the stock price rise). Typical headline-grabbing
stories of these decades have included waves of layoffs, corporate restructuring and an
emphasis on operating efficiencies. In todays shortsighted cower from or cater to Wall
Street environment, how can the CEO be expected to keep the company growing, retain the
loyal following of the investment community, and keep shareholders happy?
What can one do?
- One solution is to grow the brand.
is a brand?
This serves to build consumer and investor confidence in and loyalty to the
company. A strong brand acts as a promise, leading faithful customers to pay a premium
over competitive products. Likewise, the stocks of highly reputable companies trade at
premiums to others in their respective industries. "Branding" has been one of the most
prominent of corporate buzzwords in recent years. But what is it all about? Although
opinions will vary dramatically, there are some fundamental issues that underpin it.
Branding is about distinguishing yourself from the competition. It is about creating
tangible and intangible characteristics that make your offer unique. It is about developing a
name and image that can provide quality and satisfaction, whilst at the same time taking
account of individual lifestyles and beliefs.
These assets, which comprise brand equity, are a primary source of competitive
advantage and future earnings. Yet, research shows that managers cannot identify with
confidence their brand associations, levels of consumer awareness, or degree of customer
loyalty. Moreover, in the last decade, managers desperate for short-term financial results
have often unwittingly damaged their brands through price promotions and unwise brand
extensions, causing irreversible deterioration of the value of the brand name.
Although several companies, such as Canada Dry and Colgate-Palmolive, have
recently created an equity management position to be guardian of the value of brand
names, far too few managers, really understand the concept of brand equity and how it
must be implemented.
Indian Scenario:
In 1967 Bisleri set up a bottling plant for manufacturing and marketing its mineral water
but failed. The brand was later sold off to Parle in 1968-69. Mineral water market had its
seeding as early as 1968-69 when Parle Group acquired the Bisleri brand from Bisleri of
Italy for launching Soda water but later launched bottled water also. The launch at that
time was a big flop, as the Indian public did not accept concept of buying water that too in
bottled form.
Labeling
The standards pertaining to labeling of products in the industry are:
1. Label should have consumer brand name.
2. Label should have the name of the product category.
3. Label should have name and address of the manufacturer.
4. Label should have net weight or volume.
5. Label should have the batch number.
6. Label should have the name of source or place of origin of the product.
7. Label should have the date of packaging.
8. Label should have the date of expiry.
9. Label should have direction for storage.
MARKET CATEGORIZATION
The market initially had only one (Standard Consumption Unit) SKU of 1 litre this
was followed a by a number of smaller and bigger SKUs. Based on these SKUs we can
divide the entire market into two segments:
Retail consumption market
10
11
THE INDIAN
BOTTLED WATER
MARKET
BRAND WARRIORS:
BISLERI
AQUAFINA
KINLEY
BAILEY
12
MARKET SHARE
organised
sector
unorganised
sector
Total bottled market has a size of Rs11-12bn of this around Rs7bn is in the hands of
organized sector and rest is with unorganised sector.
In the organized sector Bisleri is the market leader with 45% market share
followed by Bailey with 23-24% market share. PepsiCo and Coca-Cola too has market
13
MARKET PLAYERS
15%
9%
45%
8%
23%
14
BISLERI
BAILEY
AQUAFINA
KINLEY
OTHERS
Competition:
The bottled water industry has two other industries as its biggest competitors in
from of Water purifiers industry and the soft drinks industry. Though the water purifier
industry should be credited to have done the spadework, for setting up the foundation of
bottled water industry but still it acts as competitors especially in the household and
institutional consumption market.
Marketing practices:
Presently most of the players in the Indian market are selling their product claiming
it to be mineral water. All the players are vying to grab a few points of market share and
they are trying to get their brands endorsed by some or other authority. Recently Coca-Cola
has got its brand, Kinley, endorsed by the Federation of Family Physicians Associations of
India (FFPAI) to create an image of being recommended by doctors and thus of the product
being safe and healthy. Similarly other companies claim to have purified their water "n"
number of times to show the superiority of their product.
Overall different players are playing different tunes in order to establish their brands in the
market
15
PLAYERS:
Bisleri: The brand is a product of Parle International and presently
is the market leader with more than 45% market share. The company
pioneered the concept of bottled water in the Indian market as early as
1967. The company is also credited with SKUs of 500ml, 1.2 lts, 1.5 lts
and 2 lts in the Indian market.
PepsiCo: Pepsi has AquaFina brand of mineral water in the market. The company
entered into bottled water business in September '99 the company has targeted its product
towards youth segment and has so far focuses only on one SKU, that too 750ml. Though
the company is present only in selected market as of now, it has plans of increasing share
in the market by expanding its SKUs portfolio as well as its distribution reach.
Coca-Cola: The Company has entered in the business in May'00 through its brand,
Kinley. The Kinley brand is already being used for its soda water. The company has tied up
with Kothari Beverages, of Yes brand of mineral water, for manufacturing coke's brand at
Yes' facilities.
Bailley:
The brand is a product of Parle Agro, the company of Frooti fame. The
company presently is the second largest player in the market with share of 20%. The
company has recently extended its Bailley brand name for its soda water. It is also credited
with forming a new segment of 330ml SKU in the market.
Other players in the market with strong regional presence are: Brilliant, Yes, Hello, Purette,
Fountain, Himalayan, Golden Eagle, Prime, Pure Natural Aqua, Ganga, Florida, Metro etc
with many more on very of entering the market.
16
RESEARCH
METHODOLOGY
..THE TRACK
DATA COLLECTION
THE SURVEY
LIMITATIONS OF SURVEY
17
RESEARCH METHODOLOGY
BOTTLED WATER INDUSTRY with a special focus on BISLERI has been taken
and a attempt has been made to find out the customer perception about branding. The
project encompasses the study of various elements of branding and their effect on creating
a successful brand.
DATA COLLECTION: The data for this study report has been collected from both,
the primary as well as the secondary sources.
PRIMARY SOURCE: The primary source for the data was a research conducted on a
sample of 50 consumers of bottle water. A questionnaire of the related topic was used as a
source for data collection.
18
BRAND
COST / PRICE
BASED
CONSUMER
BASED
This report is limited to the qualitative study of Brand BISLERI. Brand building has
not been calculated in quantitative or numerical terms.
A total of 50 people have been the respondents for the research work conducted for
the primary data of this report. The underlying assumption here is that, the
respondents are the ones who decide and purchase their selected brand of BISLERI
for their use.
The scope of this study is restricted to the Indian market and its players.
The research, the study and the report of this project is restricted to the urban
consumers, the reason being that the penetration of BISLERI is negligible in rural
India.
19
The research work of the study, which forms its backbone, has been conducted from
the people belonging to middle class families. There are two basic reasons for this:
Majority of the India population, which is target for the respective product, belongs
to the middle class.
It is the middle class, who is, influenced the most, by the brand features like price,
promotion, etc.
The age and sex criteria have been considered and analysed only in relation to the
topics, where these factors have an impact. In case of topics where these factors do
not have relevance or do not affect the results, they have been ignored.
The sample selected was first divided into segments and taken up randomly, hence
had a chance of random sampling error.
Various variables of branding have been considered only for Bisleri and no other
brand of bottled water.
The views points (additional comments) of the sample have been also taken into
account many times to give a better explanation.
20
ANALYSIS
CLASSIFICATION
BRAND AWARENESS
BRAND RECALL
BRAND IDENTITY
BRAND SUCCESS
BRAND POPULARITY
BRAND LOYALTY
BRAND SHIFTING
ADVERTISING
BRAND PERSONALITY
21
CLASSSIFICATION:
GENDER CLASSIFICATION
MALE
FEMALES
28 males and 22 females were interviewed to know some of their viewpoints on bottled
water industry and Bisleri with a special focus.
All the people interviewed have had bottled water somewhere. Thus survey is of people
who are well aware with the product, people with answer no to question no.3 have been
terminated.
22
% of individuals
20%
10%
0%
11-- 15
16--20
21--25
26--30
31-35
36--40
41& Above
The distribution of the number of respondents in each age group has been given in the
diagram.
16-20: The majority of the respondents are from the age group of 16 to 20. This age
group is also known as teen age group.
It basically consists of college going students, which are majority of the times outside
roaming or hanging out in other words, are freaking out. They never carry any water bottle
along with them as they think that it is against their dignity. So they consist of the largest
segment of small bottle packs.
23
Habit-Wise Classification:
HABIT-WISE CLASSIFICATION.
14%
18%
22%
46%
This question gives us the knowledge of bottle water consumption habits. At what
point do people drink bottled water.
It is the elder section that carries their own water whereas others consume mineral
water sometimes. Also a section of people who are not that health conscious have water
wherever available. On the other hand we have 14% of people who always have bottled
water while traveling.18% of the people especially the oldies prefer to carry their own
water bottle. But this segment also constitutes a large market for the bottled water.22% of
the people tends to have water anywhere available. The remaining has bottled water
sometimes. These were the purchasing habits of the people.
Over and above this there are many casual occasions where people differ from their
habits.
24
4%
16%
14%
18%
16%
10%
22%
DAILY
TWICE A WEEK
WEEKLY
FORTHNIGHTLY
MONTHLY
QUATERLY
VERY RARELY
This question gives us the idea and the knowledge of frequency of consumption
and purchasing habits of BOTTLED WATER. This purchase can be of any brand. The
consumption pattern is not at all specific to any brand. This is the overall consumption
pattern of the sample taken. The above graph analyses the same. It shows that the majority
of the people are weekly consumers followed by monthly and quarterly consumes. A large
number of weekly consumers comprises of youngsters, followed by middle-aged people.
We also have a fair amount of daily consumers and a few who consume it very rarely. The
consumption rate of bottled water is basically low because many people still find it
convenient to carry their own water bottles while travelling. The people falling in this
category are the elder section. The consumption rate is very much influenced by the
younger section.
This rate of consumption is ever fluctuating. In summers every year the daily users
are estimated to increase by 60-70 %. This is indeed a large number. All the companies try
their level best to cover these additional customers.
Also all the players together with their individual efforts are trying to bring up the
consumption rate.
25
BRAND AWARENESS
FAMILIARITY PLAYS A MAJOR ROLE IN
BRAND EMINENCE, BECAUSE IT
CREATES A SENSE OF COMFORT, WHICH
IS CRUCIAL FOR BRAND EQUITY.
26
BRAND AWARENESS:
Which brand comes to your mind first when you hear the word
mineral water?
BRAND AWARNESS
40
30
20
OTHERS
AQUAFINA
10
BI
SL
ER
BA
I
IL
LE
Y
KI
NL
EY
AQ
UA
FI
NA
OT
HE
RS
BAILLEY
KINLEY
BISLERI
27
BRAND RECALL
28
Brand Recall:
This question was basically asked to check out which brand was on top of their minds.
May it be classified on the basis of sex, age, frequency of use, majority of the people had
Bisleri on their tongues this shows how much Bisleri is popular today in the markets. Also
this shows that how Bisleri had made place in peoples (Customers) minds. People also had
other brands lined up at the back of their minds but only after Bisleri. This shows Bisleri is
Numero Uno in its fields.
Generic Aspect Of Bisleri
Ek Bisleri De Naa
Ek Mineral Water De Naa
To add to the above conclusion people go down to the shops and say Ek Bisleri Denaa
for the words Ek Mineral water Denaa or Give me bottled water This shows that
Bisleri has created such an image that people refer mineral water as Bisleri. People treat
mineral water and Bisleri as one and the same thing. It also reveals that people know
nothing else. But Bisleri is synonymous to the word mineral water or bottled water.
29
BRAND IDENTITY
30
BRAND IDENTITY:
Well!! Bisleri has its all together a different identity than the company it belongs to but
what about its identity with reference to its product category?
The answer to this question can be analysed from this question to the sample interviewed.
This clearly gives us the idea that brand identity of Bisleri is not itself but the whole
bottled water category.
31
BRAND SUCCESS
EVERYONE WANTS TO WIN BUT A FEW
DO.
SUCCESS IS SWEET BUT NOT EASY TO
COME.
32
Brand Success:
Which brand of mineral water do you prefer?
45
40
35
30
25
20
15
10
5
0
39
4
BISLERI
BISLERI
BAILLEY
AQUAFINA
KINLEY
OTHERS
BAILLEY AQUAFINA
2
KINLEY
2
OTHERS
Why does a customer move towards a certain brand? Why does he prefer a certain brand?
Why is he pulled towards a specific brand? Why?
It is this purchasing decision that makes the difference.
33
34
BAND POPULAITY
35
BRAND POPULARITY
Why do you think that Bisleri is so popular today?
REASON OF BRAND POPULARITY
HE
RS
OT
RI
B.
..
2.4
DI
ST
RE
QU
LIA
BI
LIT
...
3.5
PR
IC
E
HI
GH
OL
DE
ST
...
40 35
35
30
25
20
15
10
5
0
OLDEST BRAND
HIGH QUALITY
RELIABILITY
PRICE
DISTRIBUTION
OTHER
We already saw how much famous Bisleri is? This might be due to various reasons so we
asked people to tell us the reasons they think for such high popularity of Bisleri.
36
Price Vs Quality:
PRICES Vs QUALITY
VERY HIGHLY
PRICED
HIGHLY PRICED
37
0
VERY LOW
PRICED
LOWLY
PRICED
4
AFFORDAB
LE
4
HIGHLY
PRICED
5
VERY
HIGHLY
PRICED
40
30
20
10
0
AFFORDABLE
LOWLY PRICED
VERY LOWLY
PRICED
IT us usually found that customers want high quality. At the same time the
companies want higher returns. This war of quality and price is never ending. To add to
this many corporate say, A GOOD PRODUCT COSTS A BIT MORE
It seems that Bisleri is well aware of this fact and has priced its product at such a
price that customers get the best product at their affordable price. It is found that74% think
that Bisleri matches up with the price it charges and is affordable. It is only 10% who think
that Bisleri is very highly priced and other 8% join hands with it.we also have 8% who feel
it is lowly priced.
37
BRAND LOYALTY:
IT IS EASIER TO KEEP OLD CUSTOMER
RATHER TO ATTRACT NEW ONES.
I WONT BUY ANY OTHER PRODUCT
SAYS THE CUSTOMER.
38
Brand Loyalty:
Will you shift from current brand to any lowly priced
brand?
BRAND LOYALTY
30
25
20
15
10
5
0
STRONGLY
AGREE
STRONGLY AGREE
AGREE
DISAGREE
STRONGLY DISAGREE
DISAGREE
UNDECIDED
UNDECIDED
Loyalty is a core dimension of brand equity and is a way to gauge the strength of a
brand. It represents a barrier to entry, a basis for a price premium, and time to respond to
competitive innovations
The Brand Loyalty can be described as the protection of a brand, seeing that a high
degree of loyalty secures an important and continuous cash flow. A lack of brand loyalty
implies that a brand depends entirely on its potential for attracting new clients,
39
Which usually means that the PLC is fairly short. Moreover, it is known that it is
cheaper to keep existing clients than to attract new clients, which means that brand
loyalty directly influences the cost-effectiveness of a brand.
Price Premium: A basic indicator of loyalty is the amount a customer will pay for a
product in comparison to other comparable products. A price premium can be determined
by simply asking consumers how much more they would be willing to pay for the brand.
Such price measures--focus on a brand's ability to command a higher price or make
consumers less sensitive to price increases than price increases for competing brands.
Similarly, the brand's ability to make customers less sensitive to the decrease in price of
other brands. This indirectly means smaller rate of BRAND SHIFT.
40
BRAND SHIFTING
41
BRAND SHIFTING:
If a user is attracted towards another brand offering the same benefits at lower
costs, it indicated low level of loyalty towards the brand, since the customer does not has a
binding with the brand and thus easily switches to another. Thus, consumers were
questioned whether they would shift to another brand offering same benefits at cheaper
price.
It is not only price that Bisleri is down on for keeping its customers. But instead
people think that it is not worth shifting to other brands. If other reduces the price still
people want to stick to Bisleri. This shows high percentage of brand loyalty towards
Bisleri. Bisleri has 27/50loyal customers.
If any brand increases the pack size at the same price. Will you shift?
PACK SIZE AND BRAND LOYALTY
25
20
SURELY
15
MAYBE
10
UNDICIDED
NO
0
SURELY
MAYBE
UNDICIDED
NO
Price and pack size are the two main aspects, which influence brand loyalty.
It is either low price or the larger pack size at the same price that makes the difference and
induces the customer to shift brands.
We saw that Bisleri has very high brand loyalty of 52%. In case of comparing brand
loyalty against pack size still 50% of the people think that it is not worth skipping their
favorite brand-Bisleri. This shows that brand loyalty for Bisleri on both the fronts is very
high and Bisleri is leading on both the fronts.
42
PACKAGING RATING
25
20
15
EXCELLENT
GOOD
10
AVERAGE
BAD
5
0
EXCELLENT
UNACCEPTABLE
BAD
Moving down to packaging rating the break-away seal of Bisleri assures its
customers safety also majority of the people think that this break away seal of Bisleri
assures quality product and from the viewpoint of Bisleri it assures them no duplicate or
refilled water is sold in the market on their brand name basis. It is the various sizes
packaging that suits every segment of the market.466% of the consumers of Bisleri are
very much satisfied with the quality and have rated it excellent whereas 44% rate it as good
and average.
At Bisleri they give special emphasize on packaging and see to it that no
duplication of what so ever nature is possible.
43
Too many players will dilute the market & the profit margin
INFLUENCE OF
ADVERTISEMENT
DIKAO PE MAT JAO APNI AKAL LAGAO.
ADVERTISEMENT IS INVESTMENT AND
NOT A COST FACTOR.
DEKHETE REHE JAO GE
44
ADVERTISING:
RATING OF BISLERI ADS
25
20
EXCELLENT
15
GOOD
10
BORING
BAD
0
EXCELLENT
GOOD
BORING
BAD
Advertising has long been considered the main aspect for building brands. The
players in the bottled water market have been doing great deal of efforts in these regards.
Thereby, the respondents were asked whether they had seen the ads of their brands. All the
replies were positive, which shows that every brand is, has been using one or the other
medium to create identity and awareness through advertising.
Another aspect, which is important, is choice of media. Posters and hoarding form
a small part of the media split. Other media include handbills and danglers.
The sample was asked to rate the ads of Bisleri. It has been found that many do not
like the ads of Bisleri. It is majority of the elder section, which does not like the ads. Many
also say that the Bisleri ads are vulgar in nature. But Bisleri thinks that for targeting the
youth and making them buy their product these kinds of ads do make an impact. Bisleri
basically advertises using TV and hoardings as media.
45
Advertising is any paid form of non-personal presentation & promotion of ideas, goods or
services by an identified sponsor.
Modes of advertising:
Newspapers, billboards, glow signs, banners, inflatable etc.
TV.
Mails.
Radio.
Magazines.
Yellow pages.
Newslette.
s Brochures.
Telephone.
Internet.
46
BRAND PERSONALITY
A STRONG BRAND OWNS A POSITION IN
CUSTOMERS MIND.
IF IT DOESNT HAVE UNIQUENESS, IT
BECOMES A COMMODITY.
47
BRAND PERSONALITY:
Do you think people pick up Bisleri just on its brand name?
STRONGLY AGREE
AGREE
STRONGLY
DISAGREE
DISAGREE
STRONGLY DISAGREE
NEITHER AGREE NOR
DISAGREE
A strong brand owns a position in the consumers mind. If it doesn't have uniqueness, it
becomes a commodity.
Consumers attach certain subjective and emotional attachments, which form a part
of the brand equity. These associations together form a brand 'personality', which suggests
situations and customers for whom a particular brand is suitable.
A brands personality thus embodies all the benefits it has to offer over and above
its functional purpose. Discovering this personality and conveying it to your target market
is vital. The audience needs to bond with the brand.
48
PERFORMANCE:
Another aspect of the brand personality would be, whether it has been successful in
fulfilling the perceived benefits for the consumers. This means that whether the brand is an
ideal one to support the perceived expectations of the consumers. To rate this aspect, the
users were asked to rate the performance of Bisleri.
39 out of the total 50 users have been able to fulfil their perceived benefits through the
brand and have thus rated it to be excellent. This shows that Bisleris personality has been
of a TRUSTWORTHY BRAND, fulfilling the customer expectations.
49
WEAKNESS
Many players entering in the race.
Any local person can start manufacturing.
Rural population is not using the packaged water.
Not very economical
Quality not properly maintained e.g. Bisleri & hence has bad effect on the whole
OPPORTUNITY
Sustained Market growth increase in coming years
Literacy rate growing and hence the awareness of safe drinking water to avoid the
diseases.
Huge population & untapped market.
THREAT
Many substitutes available
50
Consumers are growing more health conscious and are more careful of their
drinking habits.
Brand loyalty is very low as all the products taste the same so they can buy
just any product which is on the shelf, same as that of soft drinks and fruit
beverages.
Availability in the chilled form and brand awareness plays a crucial role in
purchase decisions.
51
Conclusion and
Recommendations
AT LAST BUT OF HIGH IMPORTANCE.
MY PERSONAL COMMENTS.
52
CONCLUSION
It is very clear from the information that it is not at all easy to build up a brand and
keep it going in the competitive world of today. But Indias one of the greatest brandsBISLERI has kept up it brand name since years. It is just a fraction of their sales, which
they spend it on their ads and promotions. As against ads they at Bisleri think and have
also proved that distribution give much better results.
The botteled water industry is a big vast and fast growing industry. The number of
players is increasing day by day. Also the controversy of labelling mineral water as
botteled water had created problems in the industry.
Inspire of all these problems Bisleri the market leader of the industry, has kept
itself intact as it was. It is not at all easy to keep doing so well sine its inception .it is only
THE ART OF SUCCESSFUL BRANDING which has helped Bisleri to retain its
market leadership with 45% of market share.
Although Bisleri got the advantage of early move in the market, we have ample of
examples of companies in other industry who were the first ones to enter but have failed.
Retaing the market power is the main aspect, which can be done only through successful
branding. It is very much essential to build up a strong brand from the start. Bisleri did the
same. It had created a powerful brand right from the word go.
Bisleri from the start had created a brand image of its own different from its parent
company- PARLE. It is till date that majority of the people are unaware of the fact that
Bisleri is a PARLE product. Majority of them are of the view that Bisleri is
All together a different company
Bisleri has setup up itself today as a brand, which has coincided with the word
BOTTLED WATER. It has become such that people refer mineral water as Bisleri.
This can be clearly seen on the roadside shops where an ignorant customer tells to
the shopkeeper Ek
53
After seeing the different sales trends and market shares graphs, one can easily
derive that at present the foreign brands like Kinley & Aquafina are sharing equally the
market share and the Indian companies like Bisleri & Bailey who used to show a good
market share have surely come down as the modern marketing skills and technologies used
by Coke & Pepsi have covered the large part of the market.
After the cola wars now as Manikchand has entered in the ongoing water war. With
Manikchand, HLL and Nestle entering the industry with its excellent marketing staff, latest
technology & the financial strength I can see the shares of Kinley & Bisleri going down &
these gaints becoming the future leaders after three yrs from launch.
54
RECOMMENDATIONS
Emerging today as the leader of the industry is no Childs job. It requires high
dedication to the market and the customers. Although Bisleri has developed as the market
leader but it has started facing various problems in recent times.
The first one undoubtedly is the problem of ADVERTISEMENT. People think that
these ads of Bisleri are very bad and boring. Also some of are the view that these ads are
vulgar in nature. The elder sections of people are against the ads and also say that these
should not be allowed.
Bisleri on the other hand says to promote your product to young and teens you
require this type of strategy only. The teens are very much attracted towards theses ads.
Bisleri thinks that it is only because of this that their larger target customers are young,
youth, and teens.
Bisleri should stop thinking on this line instead develop a new advertising strategy
which can be liked by all the section of society. It should not forget that teens are not only
their target customers instead they are also catering to elder segment of people.
It is not only through these types of ads that a youth customer can be attracted but there are
also many other ways.
The second thing to worry is about its distribution chain been hampered by other
companies i.e. their competitors especially Kinley. Kinley is trying to push up its sales
through catching up and interfering within the distribution chain of Bisleri.
Bisleri should take this seriously and try its maximum to not to allow Kinley to get
into its distribution chain and hamper it. Bisleri should try to retain its chain by offering
high margins than before.
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ANNEXTURES
Something more.
PROMOTIONS
ARTICLES
QUESTIONNAIRE
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INTERVIEW
The Millennium Brand: The Bisleri Story (Article No. 1)
Sulekha Kadapa-Bose meets Ramesh Chauhan, CEO, Parle Exports who has
made Bisleri a fact of life for Indians, a generic brand in a market crowded with bottled
water. This is an excerpt from the interview.
The first thing he realized was that for any product to be successful, the distribution
system had to be really good. No amount of advertising would help if the product were not
available on demand.
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Questionnaire
1. Sexuality
Male
Female
2. Age Group
11-15
16-20
21- 25
26-30
31-35
36-40
41 and above.
3. Do you drink Mineral Water?
Yes
No
Twice a Week
Weekly
Monthly
Quarterly
Very Rarely
Fortnightly
6. Which brand comes to your mind first when you hear the word
mineral water?
_____________________________________
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Other
_________________
9. Which brand of mineral water do you prefer?
BISLERI
10.
Bailley
AquaFina
Kinley
Others
Good
Average
Bad
Unacceptable
11.
Price
High Quality
Distribution
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Other
Highly Priced
Affordable
13. Will you shift from current brand to any lowly priced
brand?
Strongly Agree
Agree
Disagree
Strongly disagree
Undecided
14. If any brand increases the pack size at the same price.
Will you shift?
Surely
Maybe
Undecided
No
Good
Average
Bad
Good
Boring
Bad
Other
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Strongly Agree
Agree
Disagree
Strongly disagree
Good
Average
Bad
Very
Bad
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BIBLIOGRAPHY
.THE SEARCH ENGINE.
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REFERENCE BOOKS
Brand Management
(The Indian Context)
-YLR. Moorthy
Marketing Management
-Philip Kotler
Whets in a Brand?
(Building brand equity through advertising)
-John Philip Jones
Buying Research
- Mukesh Chaturvedi
Marketing in India
Case Study-Positioning of Trust Toothpaste
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NEWSPAPERS
Business Standards
MAGAZINES
A& M
Business Today
Business World
INTERNET
www.indiainflo.com
www.Brandaid.com
www.managementfirst.com
www.bisleriwater.com
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